Public TVs proposed to air local programs

Assuming it can garner enough private sponsors, the Costa Mesa City Council may soon install closed-circuit televisions throughout the city that would provide community programming to residents in a number of local commercial centers.

Cities with similar programs, such as Santa Ana, have paid for the system with public funds, but Costa Mesa hopes to fund the system’s installation with private contributions from the business community.

About 60% of the broadcasts would be devoted to community programming developed by the city, while the remaining 40% would feature sponsors’ advertisements which could generate revenue for the city, according to city officials.

Community Communications Network USA Limited chief executive Fred Armendariz said the proposed ads would emulate the “PBS model” of non-intrusive “sponsor recognition” spots.

“Let’s use Verizon, solely as an example,” he said. “Were they a sponsor, they may want to talk about that they are helping Costa Mesa be a better place to work and shop, how it’s saving taxpayers money, etc.”

“What you wouldn’t see is a ‘Come to the Verizon store and get your $99 cellphone,’” he said.

Mayor Eric Bever, who said he was sensitive to concerns about the over-commercialization of the city, thought the idea would provide a significant public service to residents, without costing them a dime.

“I see some possible upside to [the idea], but we have to be careful about how it’s implemented — otherwise we could cross that line, which is not something I want to do,” he said.

Bever added that he appreciated the system’s ability to provide emergency broadcasting, such as AMBER Alerts or evacuation information in the event of a serious emergency.

Councilwoman Katrina Foley, too, said she thought the plan would provide a great service to residents.

“I think it’s a unique opportunity for us as a city to be able to reach more of our residents and business owners to inform them about city issues, and to do so without having to spend any money,” she said.

“I think it will be a very low-key, and discrete kind of programming — and there is no sound, so people are not going to bombarded with advertisements.”

Foley added that the city will develop strict guidelines about potential sponsors that will likely be based on the city’s policy for bus shelter advertisements: No tobacco, sex, alcohol, or other obscenities.

“There are certain common-sense criteria,” she said. “You want to have it appeal to the masses, and be appropriate for all ages.”

The Community Communications Network will start to examine possible locations and sponsors for the project, and will report back to the city council in a matter of months, Foley said.

CHRIS CAESAR may be reached at (714) 966-4626 or at chris.caesar@latimes.com.